Photo courtesy of SSI
In Ferragamo’s Spring-Summer 2025 campaign, creative director Maximilian Davis reimagines the Italian brand’s heritage through playful proportions
Under Maximilian Davis, Ferragamo is learning how to move with confidence and curiosity. For the Spring-Summer 2025 campaign, Davis builds on the “Modern Renaissance” narrative he introduced in his Fall-Winter 2023 collection, this time placing it against a more lived-in personal backdrop.
Shot by Juergen Teller inside Tuscany Villa Mangiacane, the campaign feels stripped back yet rich in atmosphere. Cracked frescoes, Renaissance carvings, and weathered walls surround Liu Wen, giving the images an old-world texture.
“We wanted to show the DNA of Ferragamo in a real and immediate moment,” says Davis. “It’s about showing the elegant classicism of the brand, but making it a little more perverse, a little more playful.”
In the campaign, Liu Wen is featured across a floral armchair or standing against sun-drenched stone, she carries the new Ferragamo Soft Bag pierced with Gancini hardware or folded into asymmetrical shapes.
Oversized bags take up much of the visual storyline, including new interpretations of the Hug Bag. First unveiled in Fall-Winter 2023, the latest iterations are built with multi-panel detailing, grown softer, bigger, a little more casual with a slouchy texture, and crafted from brushed calfskin or nappa.
For that lived-in style with footwear, Ferragamo takes sculptural sandals that are made for everyday shoes, red kitten patent heels evolved from the house’s archives, and ballet-inspired heels with ribbons trailing up the calves. “We’re taking something from the past and mixing it with something that feels very modern,” adds Davis.
In the Philippines, Ferragamo is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4, Rustan’s Shangri-La, Rustan’s Makati and The Mall at NUSTAR. You can also shop Ferragamo online at Trunc.ph and Rustans.com. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.
